Ad retargeting can help your business by going after those people who visit your website, but fail to convert the first time. Instead of annoying popups, a retargeted campaign is more subtle about the plea to convert and can do it over a period of time – long after the customer has left the site. When a new person visits your site, they get a cookie that allows the website owner to track the movements of the person leaving. They can then serve up ads on different web pages that are specially targeted to the types of offers that the person previously viewed on the site, but did not buy. The retargeting works by reminding a visitor of your brand, and eventually can pull them back to your site when they are ready to buy.
The Benefits of Ad Retargeting
What can you expect with ad retargeting? There are a number of benefits that will kick in once you start this type of marketing campaign. Here are just a few:
Click Rates Rise Dramatically – Some experts suggest you get 10 times the amount of clicks on a retargeted ad than either Google Adwords or a banner ad would get. Anytime a person clicks on an ad, you have another chance to convert them. You aren’t as annoying as a banner ad or as untargeted as an Adwords ad.
Targets Interested People – Since you are serving up to people who already showed interest in your site by visiting it once, you can increase your conversion rates to the people who are most likely to buy. Unlike other types of ad campaigns that just serve everyone, this type of campaign targets those that already have expressed interest in your offerings. That makes your retargeted ads welcome, not annoying.
Segments Interested People – You can even set up those ads to serve up specific categories via segmentation of your audience. You might want some people to get ads for only pants and others for only skirts. It’s up to you how to refine the retargeted ad campaign.
Conversions Rise – Once you have an idea of how to retarget those ads and to what audience, conversions start to go up. It could be a person wants to buy your product or service, but needs time to earn the money. Retargeting the same ad with a discount might bring them in sooner and convert them quickly.
Budget-Friendly – You can use retargeting within a budget, unlike some other types of campaigns that easily overrun their expected cost. Your campaign is scalable, so you can increase or decrease your exposure without too much of a fuss. Fit your campaign to your budget, and not the other way around.
Retargeting is friendly both to the business owners and the customers who visit your site. It is not an attention hog, like banners, and the interaction promotes your brand even when a customer is not on your site.
